BEIJING,, Aug. 2, 2011 /PRNewswire via COMTEX/ --

Phoenix New Media Limited ("PNM" or the "Company") (NYSE: FENG), a leading new media company in China, today announced the unveiling of its newly enhanced home page portal, www.ifeng.com ("ifeng").

The Company launched an enhanced homepage on June 30, 2011 to improve navigation and aesthetic appeal to create a more engaging and user-friendly experience. By utilizing various design elements and measures such as using more efficient format layouts, enriching the amount of video content, better integration of video, text and photo content, distribution of content has been further improved to appeal to both male and female visitors. In addition, the newly designed website simplifies the navigation experience for all visitors. The main viewing panel in the center of the screen has been separated into two columns: the right column focuses on Fashion, Entertainment, Health, Blog and other content that primarily appeals to a female user; and the other column focuses on News, Finance, Auto, Military and other content.

Data from July showed immediate improvement from the re-design and demonstrated that visitors could more easily and intuitively access their interested vertical channels. During July, this improved and simplified user interface resulted in a significant increase in average daily unique visitors ("UV") for a number of the vertical channels as compared to June, including: Parenting by 36.0%, Sports by 28.9%, Culture by 26.3%, Travel by 7.6% and Fashion by 3.6%. According to iUserTracker, a third party independent research firm, the proportion of female users also increased to 35.2% from 32.4% in this period. Several verticals have also reached historic highs in daily UVs during July.

"By enhancing the website's navigation and female friendliness, we believe the new designs will improve visibility and keep viewers tuned into our premium and unique content. These improvements will help further increase our portal's user traffic and enhance our visitors' interaction within our website," says Mr. Shuang Liu, CEO of the Company. "As a new media company focused on the best possible user experience, our redesign will allow us to further deliver on our commitment to provide easy and instant access to professional news and other quality information."

The Company's website, www.ifeng.com, is one of the top five portal sites with over 40 interest based verticals in China. The site also has a full suite of interactive products including discussion forums, surveys, blog, mini-blog, and newly launched quick blog services. Its News vertical has ranked as the number one news website in terms of daily page views, among all Chinese portals since July 2010, according to Alexa.com, a third-party web information company.

About Phoenix New Media Limited

Phoenix New Media Limited (NYSE: FENG) is the leading new media company providing premium content on an integrated platform across Internet, mobile and TV channels in China. Having originated from a leading global Chinese language TV network based in Hong Kong, Phoenix TV, PNM enables consumers to access professional news and other quality information and share user-generated content on the Internet and through their mobile devices. PNM's platform includes its ifeng.com channel, consisting of its ifeng.com website, its video channel, comprised of its dedicated video vertical and video services and applications, and its mobile channel, including its mobile Internet website and mobile Internet and value-added services ("MIVAS").

SOURCE Phoenix New Media Limited